Cultural institutions that want to maintain the artistic quality and dealing with so-called
non-commercial facilities are faced today with a number of challenges and temptations.
The cultural institutions today operate in a market that has its numerous legality to which
they need to adhere. Commercial companies always operate according to market principles
and stand behind a long tradition of applying the strategic planning of marketing; and on
the other hand cultural institutions were protected for decades by the rules imposed by the
open market. The modern business principles and dynamic environment have imposed on
cultural institutions to adopt and implement strategic marketing planning as well as to
adapt it to their own needs and patterns. Practice has shown that institutions that are not
willing to learn, adapt and apply strategic marketing planning and integrated marketing
communications, are more likely to lose, not only the audience but also the sponsors and
media support. In other

words, under conditions of high competition and a large selection
of conducting limited free time only strategic marketing planning allows for survival in the
market of cultural products. The aim of this paper is to analyze how the adoption and
implementation of strategic planning and marketing, with integrated marketing
communications can contribute to the success and survival of cultural institutions in an
increasingly harsher struggle for funding, media support and the constant audience. The
main goal is to show that cultural institutions can retain its cultural program, meaning that
they do not have to give up on artistic quality; still being able to reach their audience,
media and sponsors, with continuos plan of their activities, and all in the accordance with
its mission, vision and communication with their target audiences. Benefits of Strategic
Planning Marketing allows a better understanding of changes in the environment, proactive
attitude towards change, better coordination, better communication between employees
and better organization. In order to prove that the strategic marketing planning affects the
survival of cultural institutions, this paper systematically presents and analyse material
from both domestic and foreign resources, including analysis of positive examples from
practice. In order to test the hypothesis, experimental research was conducted that
included two focus groups (with employees at the Cervantes Institute in Belgrade and
visitors to the institutions mentioned), and a survey which aimed to show that all
parameters, beside the artistic quality of the program, together with the impact and visitors
satisfaction played significant role. Both the theoretical and empirical study confirmed the
hypothesis that the strategic marketing planning allows positioning and survival of cultural
institutions, thus providing good reputation and image. Also it did confirm the derived
hypothesis that an important part of the strategic planning of marketing is integrated
marketing communications, which plays crucial role in increasing awareness of the
cultural institutions. The Strategic planning of marketing, is able to create a strong brand
for cultural institutions. In the positioning of the brand image in relation to its environment
as well as its acceptance and recognition, the biggest role is handed to public relations.